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March 12-14, 2025 | Las Vegas, Nevada

A New Era of Global Wellness

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Kendra Lee

Director of Social Media, Urban Adventures Companies, Inc
Speaker Bio

Kendra Lee is a seasoned marketing leader with over a decade of experience driving brand growth and community connection in the fitness, wellness, and lifestyle industries. As director of social media at Urban Adventures Companies, she oversees the digital voice and strategic vision for brands including VIDA Fitness, Aura Spa, Bang Salon, SweatBox, VIDA Pilates, and Penthouse Pool. Known for turning scrolls into sign-ups and building brand affinity that lasts longer than any TikTok trend, Kendra blends creative storytelling with sharp strategy, local partnerships, and culture-forward campaigns.

With award-winning experience across national nonprofits, boutique fitness, and lifestyle hospitality, she’s led high-impact initiatives, including WorldPride 2025. Whether launching influencer programs, scaling efficient content systems, or managing brand reputation across platforms, she brings both big-picture thinking and a boots-on-the-ground approach.

See This Speaker

  • Mar 18

    11:00 AM - 11:45 AM

    Make Your Social Media Build More Than Just Muscle

    In a crowded market, it's not just about going viral. It’s about creating content that converts, builds community, and scales with your team. This session dives into real-world best practices for fitness and wellness social media marketing, from leveraging trends with intention to creating efficient content systems that don’t burn out your staff. We’ll explore how a growth mindset powers smarter strategy, why short-form video still reigns, and what it actually takes to grow a brand presence that gets results. Whether you're a boutique studio or a national chain, this session will help you do social better and get more from it.

    Marketing & Sales
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Inspirational Speakers

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Desiree Guillard-Young

Founder & CEO
FEMME Consulting Corp.

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Martin Seibold

CEO
LifeFit Group

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Liz Clark

CEO & President
The Health & Fitness Association

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María Angeles de Santiago

Owner
Management Around Sports (MAS)

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Peter Croft

VP Alliances & Partnerships
Perfect Gym

Sessions

  1. 9:30 am - 10:00 am

    Global Wellness - State of the Industry

    The session unveils HFA's newly-released Global Report, providing an in-depth analysis of current fitness and wellness trends across the world. This session will highlight key findings from the report, focusing on emerging industry trends and shifts impacting different markets. We will also offer insights into regional developments, consumer behavior, and market opportunities, from the GWI’s annual research projects. Discover strategic approaches to navigate and capitalize on these changes effectively.

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      Anton Severin

      VP, Research, HFA

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      Beth McGroarty

      VP, Research, Global Wellness Institute

  2. 10:30 AM - 11:30 AM

    Sharing Your Voice & Empowering the Future

    HFA is working to give the industry a seat at the table. It is more important than ever to have a strong unified voice on public policy issues that impact the health and fitness industry. This session will focus on the key advocacy work taking place in Washington, DC and in state houses throughout the nation. Learn about what HFA is focused on to protect your bottom line and position the industry for success.

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      Mike Goscinski

      VP, Government Affairs, HFA

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      Charles Regnante

      Manager, Government Affairs, HFA

  3. 1:00 PM - 2:00 PM

    Price Elasticity Study

    This research-driven discussion will delve into how understanding price elasticity can transform your pricing strategy. We’ll explore data on membership trends, seasonal fluctuations, and consumer behavior to determine optimal pricing strategies. Learn when to adjust your prices and how to effectively respond to market shifts, maximizing revenue while retaining members. Featuring case studies and actionable insights, this session equips operators with the tools to navigate pricing challenges in a competitive landscape. 

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      Anton Severin

      VP, Research, HFA

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      Richard Beddie

      Chair, GHFA

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      Asahi Takano

      Partner and Head of Asia Pacific, Portas Consulting

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